Traditionally, the small Belgian non-profit magazine reaches a highly educated, older readership through text articles, but it has been able to diversify its journalistic output and its target audiences. Moreover, this project was set up to be temporary and experimental, but thanks to a successful crowdfunding campaign, MO* was able to turn it into a lasting multimedia strategy.
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Project Activities
MO* recruited a video journalist who was able to experiment for four months with different topics, formats and audiences in mind. With the support of video interns and the existing team, she developed and tested formats such as explainers, street interviews, how-to videos and reporting-style videos. Within four months, this resulted in 28 videos published across TikTok, Instagram and YouTube.
To strengthen in-house understanding and make the multimedia strategy sustainable beyond a single staff member, MO* created comprehensive production guides and a recognisable visual identity, and worked on an internal workflow to integrate multimedia production into all editorial planning.
The website MO.be was redesigned to host video natively, reducing dependence on big tech platforms and making video production visible to the traditional readership as well.
During the project, MO* invested in audience engagement and capacity building. Feedback sessions with the target audience were organised to crowdsource feedback and suggestions for the video output.
What is the impact?
While it remains a challenge to become visible in a fast-evolving, attention-draining and entertainment-focused social media environment, MO* has been able to improve its presence and visibility on platforms such as TikTok and Instagram for a more diverse audience. By consistently publishing short-form videos on underreported topics, MO* was able to bring global stories and perspectives to its audience. One survey respondent noted that MO* brings an understanding of world structures and dynamics which other Belgian media outlets lack.
MO* is furthermore turning its knowledge into training and consultancy opportunities to strengthen other non-profit organisations.
On TikTok, the share of 18–24-year-olds reached rose from 9% to 29%. The share of 25–34-year-olds rose from 33% to 40.5%. Engagement rates on both TikTok and Instagram far exceeded all targets.
Based on surveys and feedback sessions with members of the target audience, comprehension rates of the videos are high, with a clear appreciation of the explainer format that MO* developed. One respondent mentioned that he was "getting smarter while scrolling". Teachers reached out saying they are using the videos in their classrooms.
The successful crowdfunding campaign also showed that its existing and loyal reading audience embraced the video strategy as well.
Project Pictures
Photo by Wereldmediahuis
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